Integrated Business-to-Business Marketing Framework

Transcription

1 Igad Bu--Bu Makg Famwk Cmbg adal ffl ad w l makg chqu a pwful makg mdl. Cpygh MakWa Iaal Th dcum ha b dvlpd by Pa Dvlly, CEO MakWa Iaal, a pcal makg ad bu culacy gaa f h ICT ad bu c. Th dcum may b pducd pvdd h dcum pducd full, cludg h cpygh ad auh c, whu ay mdfca add. Emal: pa.dvlly@makwa.bz, Tl:

2 INTEGRATED BUSINESS-TO-BUSINESS MARKETING FRAMEWORK Cmbg adal ffl ad w l makg chqu a pwful makg mdl Pup f Dcum Th pup f h dcum : ul a Makg Famwk ha u h w makg chqu fully gad wh uccful adal makg appach a Bu--Bu (B2B) vm Typcal Makg Objcv Th ypcal pmay bjcv f a B2B makg pgamm a: Bad Buldg: Ca ad buld a bad ha ha a cla aca wh a hgh valu pp wh h ag mak cmmuy Lad Ga: Ga uffc al-ady lad fll h al ppl a lvl c wh achvg h al vu budg f h gaa. Sal Rady Lad A Sal ady lad dfd a wh h ppc ha: 1. A bu d pblm f whch h makg gaa ha h pal pvd a lu 2. Th ppc cmmd addg h bu d pblm 3. Th ppc ha ablhd a pjc, allcad a budg, ad a df mcal add h d/pblm. Challg A gaa ca fac umu challg achvg makg bjcv ha may clud: Vy dpd ggaphc mak h ca f xpg cmpa Iadqua uc add h bjcv ug a adal, pdmaly ffl, makg mdl. Cpygh MakWa Iaal Pag 1 f 16

3 Sal Makg Appach I m f gag al-ady lad, h ppd appach bad h blf ha B2B mak pfal buy aly mpul buy. I h va majy f ac, a cdabl amu f wk d b d advac b h ppc ada a a cdbl pal lu pvd wh h ppc al ady. Wh h ppc al ady dcad by h ppc ad h makg cmpay ha ly lmd fluc h mcal, whch updcabl ad ca vay fm culy ady w a pd f 18 mh. Th mcal ca chag a aym ad b dcad by umu fac uch a h magud f h bu d pblm, gwh/capacy lma, ucug M&A acvy, cmpv vm, cmc vm, bu mdl dplyd ag h bu lfcycl. I h dabl fabl dv xpcd al pfal uu ppc hugh h pd f udfd lgh. Th m ffcv u f h al kll ad uc havg hm fcu h acv wh h acv al cycl. Th ak f cag bad awa ad pfc b d h Makg Ppl bf h ppc al-ady ad h Sal Ppl, a dpcd h fgu 1. Makg & Sal Ppl Idfy & Pfl Pal Cum Ca Bad Awa Tag Mak Sgm Buld Bad Imag & Rpua Dd Oucm: Bad Cda Dvlp Thugh Ladhp P Dd Oucm: Bad Pfc Nd Idfd Qualfd: Pjc, Budg & Tmcal Cfmd Gahg Ifma Ppag Bd/Off Bd/Off Submd Clg Cac O d Fgu 1 Cpygh MakWa Iaal Pag 2 f 16

4 Nuug ppc hugh h makg ppl c f h fllwg: Idfyg ad pflg pal cum h ag gm Cag bad awa h ch gm Buldg bad awa, cdbly ad pua bg abu bad cda Dvlpg hgh valu bad quy ad hugh ladhp p cuag bad pfc ad mdha. Th qu c, gula, ad lva hgh qualy cmmuca wh h ag mak gm v a xdd pd buld awa, bad cdbly, bad pfc, ad mdha. I ca vy gfca uc, f d ug adal ffl makg mhd,.g. advg, adhw, v, ma, c. Thf, h apppa appach u a gad makg mdl ha u adal ffl makg bu fcu havly m cmc makg mhd : Buld h bad awa h dvdual mak gm Ga ad dfy lad ad pal ppc; ad Nuu hm hugh h makg ppl ul hy ca b pad h al ppl a al-ady lad. I m f dfyg ad gag lad ha hav h pal ga al vu, h mak ca b gmd fu gup. Th a: 1. Exg ad pa cum (all cdd a CRM daaba) 2. Idfd kw ppc wh dal (cludg paculaly h mal add) a cdd CRM, ad a alady h makg ppl 3. Ogaa/dvdual wh a h makg ppl bu hav h gh pfl (duy c, z, chlgy plafm, c.) hav, w h fuu, bu qum ha culd b afd by h pduc ad vc ffg 4. Ogaa ha culy u cmp pduc vc add h bu pblm/d. Th makg acv huld add ach f h gm. Th dff yp f acv ad h pc flw dpcd dagammacally blw fgu 2 Cpygh MakWa Iaal Pag 3 f 16

5 Tag mak Pal Lad Acv Ga & Idfy Lad add h Makg Ppl Typ 1 Acv Makg Ppl Kw ppc Acv uu ppc hugh h Makg Ppl Typ 2 Acv Sal Ppl al-ady ppc Fgu 2 Typ 1 acv a a whl f l ad ffl acv (wb SEO, whpap, p la, ch wb c, pa, wba, pak gagm, v php, cal mda, p la, z, c.) ha a ud ga al makg lad. All makg lad dfd huld b addd h CRM Makg daaba ad addd apppa makg l wh h CRM daaba Th makg lad a w h makg ppl ad by pvdg h mal add hav gv mplc pm mak hm ad uu hm ugh h makg ppl bcm al-ady lad. Ial pm (mal add) may b Cpygh MakWa Iaal Pag 4 f 16

6 gv by adg a pd v, gg f a wba, dwladg ch c uch a a hugh ladhp whpap, c. Th yp 2 acv uually vlv akg hm hugh h duca ad awa pha pblm ala ad df ag, fma gahg, ad h dfca f pal lu ad vd Th bjcv ha by h m h/h al ady h makg gaa ha gfca mdha/bad awa ad pcvd a havg f h mak ladg lu ad h ably m h/h bu ad chcal d, dally ulg bad pfc Th pc ppd bad Pm Makg 1 ah ha h m adal Iup Makg appach. COMPONENTS Th a whl ag f makg pgamm, bh ffl ad l, ha a pa f a f gad acv achv h bjcv u abv. Th a dpcd h fgu 3 vlaf. A h ha f h pgamm a w al p ha cmplm ad fd ach h; a CRM Makg daaba ad a wb. CRM Makg Daaba Th CRM Makg daaba a daaba f all ppc ad cum, whl h wb ud dfy ad add w ppc h CRM Makg daaba. Th h CRM Makg daaba a cludd mulpl Makg L. Makg l a ud gm h mak ad a ypcally h ba f: Ggaphy (Rg f h cuy, paculaly uful agg f gal v, c.) Iduy c Rl (CTO, Pduc Maag, CEO, c.) Spcal gup (chlgy ud, cal, c.) Oh h-m makg l ca b cad m pcfc qum. Cum ad ppc ca b mulpl makg l dpdg h pfl. Th makg l a h ud dv gula valuabl cmmuca agd ad lva h dff makg gm. Wb Th wb h gaa hp wdw ha hwca h gaa pduc ad vc ad a py f h gaa makg cllaal ad h ch c. Rc dvlpm ma ha wb a w accd va abl ad ma ph a wll a adal cmpu ad lapp. Accdg, wb dg ad dvlpm mu u ha wb c dplayd b ffc ac h cmpl ag f u dvc. Rpv Dg 2 chqu a ud ca a pv wb whch wll chag fma u h yp f dvc bg dplayd. 1 S Sh Gd, Pm Makg : Tug Sag I Fd Ad Fd I Cum 2 Evyhg Yu Nd T Kw Abu Rpv Wb Dg hp://dghub.cm/2012/12/pvwb-dg.hml Cpygh MakWa Iaal Pag 5 f 16

7 Idc Wb Taffc M a k g L 1 M a k g L 2 M a k g L 3 CRM M a k g L 4 Igad Ol & Offl Makg Mdl Wb Rga/Lad Ga Wh Pap Dwlad Bk Dwlad Ev Rga Wba Rga Z Dbu Rqu Offl Rga Wb Aalyc Taffc uc V Pfl C Ppulay Kywd Aaly Gal Tackg Spak Egagm Ev Sphp Offl mda cvag Nwkg Cld call Tlmakg Ol Mak Smulu: Makg, SEO, Campag, c. Mal Campag Z Bk Aucm & Al Wba & Ev Iv Wh Pap Wb Aalyc Offl Rp fm mak Wb P h P C / L a p p T a b l Lk fm mal gau Oh blg & Z Iduy Ac. wb Affla wb Pa wb & Z Lk fm p la/mda cvag Blg Dc Blg Taffc Dc Wb Taffc Rch C/wh pap/ pa SEO/Sach PPC Advg Z Lk Wba Rga Ev Rga Ev/wba Bkg Oh wb fal Oh blg fal Wb 2.0 LkdI, Facbk & h Scal Nwk Tw, Sha & Bkmakg (Dgg,Dlcu, c.), RSS Rch C SEO/Sach Z Lk Oh Blg/ wb fal Advg P Rla P Ivw Tadhw/v Sphp Spakg Egagm Nwkg, Tlmakg Scal Mda Taffc C u m C m p I C l Off-l Mak Smulu: U k w P p c K w P p c Th Mak 2009 Makwa Iaal Tl: , Fgu 3 Cpygh MakWa Iaal Pag 6 f 16

8 Th ag f makg acv ca clud: mal makg Z (mhly qualy, a apppa) PR & Mda Rla Wb bad acv Sach Eg Opma (SEO) RSS Fd Scal Mda Lk Bkmakg/hag Advg Pay-p-Clck (PPC) Ba Ragg Ev Wba Sma/Exhb Sphp Pahp Acv Wba Ev Blg Rfal & duc by pa pl Thugh Ladhp Whpap Spakg Egagm Wba Sphp & Spak Egagm Cpygh MakWa Iaal Pag 7 f 16

9 Emal Makg Ug h CRM makg l, pm-bad mal a xcll l hav gula cmmuca wh ach cum ad ppc h daaba. Th bjcv huld b fm ad uu hm hugh h makg ppl ah ha a had ll. Ky fau f all mal makg cmmuca huld b: h mag a agd h lva makg l, ah ha h al daaba all c pcd hugh a SPAM chck u ha wll b cdd SPAM cp Lk h c h wb, ah ha aachm, a ud dc h cp h wb. Th v w pup; avd h cmmuca bg blckd by fwall, a fquly h ca wh aachm dv h cp h wb ad xp hm, ay, a full pfl f whpap, ah ha a gl a a aachm. Acvy h wb ca b ackd, ulk h mal Ac mmdaly ad hu all uubcb qu. A uu ff huld b mad kp uubcb a mmum by: Sdg ly uful addd valu c, ah ha a al pch, dvdual ha a ll h makg ppl Tagg h c h dvdual l pcal Lmg h umb f mal a dvdual cv. Th u f b f bd mal ym uch a Ca Cac, Mal Chmp, Cac, c. abl full ackg f whch mal a dlvd, whch mal a pd ad whch lk hy hav clckd. Th kd f ackg al g h full makg llgc ad bf f mal makg ad avalabl fm cmm mal ym uch a Oulk, Gmal ad Hmal. Z A mhly qualy z ca b mald dvdual h CRM daaba. Th bjcv f h z huld b hac h bad ad cmmuca pv dvlpm ad w abu h cmpay. Lk h mal dcbd abv, h c huld b lavly h wh lk ch c h wb, wh h acvy ca b ackd. A mal ym ha upp full ackg huld b ud dbu h z. A Blg ha ha gula w c may b a m apppa alav a ha h pal ablh a lyal adhp ha ca b uud v a pd ul hy a al ady. Cpygh MakWa Iaal Pag 8 f 16

10 P Rla & Mda Rla PR a mpa pa f bad buldg. A wll a gal bad buldg, mda cvag ga makg lad fm ppl wh dwlad p/whpap faud h p la/acl. Whl adal mda bcmg l mpa, l mda cu gw apdly cvag ad mpac. Pck-up by h lcc mda pvd gd lk back h wb. Th lk pvd wb affc h w gh ad gfcaly mpv ach g akg. A ky fau f p la ha hy mu b w why fm h ppcv f h d f h agd publca. Typcal pc f p la a: Ev Acv Svc cum aucm Iduy lad am cmm Cmm bu ad duy dvlpm ad d by hugh lad. Cpygh MakWa Iaal Pag 9 f 16

11 Wb Makg A wb ffcvly a hp wdw ad, a wh a al lf ca, pal cum ca cm fm w uc. Th a: Cum ad ppc kw h cmpay ad h makg ppl. Emal cac, lk fm blg ad h, ad ach g pma (SEO) ca b ud dc hm ch c h wb wh h ulma bjcv uu hm hugh h makg ppl ul hy a al ady lad. Th qua h al lf ca h mmb f a lyaly club wh g gula cmmuca ad ff fm h. Oh pal cum ad ppc ha a culy h makg ppl. SEO, cal mda, lk fm blg ad h a h pmay u dc hm ch c h wb. Thy a cuagd pvd h cac dal acc wh pap, pa, g f wba h v. By gvg h mal add, hy a mplcly gvg pm mak hm, pu hm h makg ppl (h lyaly club), ad add hm h f gup. Th gup qua h al lf ca wdw hpp wh a aacd h by wha hy h hp wdw ad a h cuagd j h lyaly club. Rch Wb C I mpa hav ch c h fm f wh pap, cum ca ud, pa, wba, c. h wb. I hlp gfcaly h fllwg way: Pal cum fd h. Th yp f c lkly b vy ch fd f h ach g cawl ad h g gd SEO akg. I al h yp f c ha lkly ga xal lk fm blg ad h wb. Th lk hmlv ca dlv affc h, bu qually mpa, ha hav l bud lk a gally akd hghly by h ach g, h ba ha f may ppl a lkg h, mu b mpa. Impg pal cum wh hy av a h. Cmpa wh gd c a m lkly b cdd a hugh lad ha lghwgh bchu-yp. Yu v g a cd chac mak a gd f mp. Eablhg a lahp. Pal cum wh ach f ad dwlad a wh pap a pacula pc a lkly hav a, ad pal pblm f whch hy a kg hlp/lu, ad pcv h pvd f uch c a a pal lu pvd. Th fllwg acc plcy apppa : all al-yp c uch a vc daah, bchu, cp f Z, c. ca b accd dcly; all addd valu c uch a wh pap, pa, wba, l, c. ca ly b accd by gg. Th a lm f lf-qualfca ha ppl a gg wa h m gg f c a aa wh hy hav Cpygh MakWa Iaal Pag 10 f 16

12 . Th fma qud g kp a mmum d maxm h umb wh g. Th fma apppa qu am, gaa, l, ad mal add. Dvlpg a lahp. Th ga dal huld b addd h CRM makg daaba ad h lad ppl. Th lad ca b vwd by Sal dcd h apppa fllw-up. If dmd b al ady hy huld b addd h makg ppl, ah ha b dcadd. Wh h CRM daaba, h ppc ca b addd h apppa makg l cv fuu lva cmmuca. Sach Eg Opma (SEO) SEO a val cmp f ay makg agy. Th bjcv hav a la y h p fv f h ky pha ud by h ag audc. Th SEO pc c f w pha. Th a: 1. Rach h pha ad wd ud by h ag audc. Th dal wd pha a h ha a hghly lva, hav a hgh vlum f ach ad fw cmpg wb. Tl x facla h ach uch a Ggl Kywd (f) ad Wd Tack (ubcp bad). 2. Oc h wd pha hav b dfd, dvdual pag a h pmd f h pha l wh h ach g akg ca. Th ca ypcally clud, l, ma dcp, ma kywd, wd dy h pag ad pmc f h pha hadg, pg paagaph, c. Th umb ad lvac f h bud lk al a mpa fau f SEO. Lk h ch wb c huld b acvly cuagd ad culvad, hugh blg pg, v c LkdI, duy aca ad w, p la pd may lva, lk fm pa wb ad blg, c. Rch c a ky fau aacg bud lk. Tl uch a Ggl Wbma ad Bg Wbma facla h mg ad mpvm f ul fm h SEO acv. Havg dv affc h wb, h vau ga p (wh pap, v, c) huld b ud hav hm dfy hmlv ad pvd uffc fma allw hm b pu h CRM makg daaba. Th dal ua fm a bad buldg ppcv ha wh h ppc/cum lkg f fma ay apc f h ag mak/lu ffd ha hy h wb a h f p f call f lva fma. Cpygh MakWa Iaal Pag 11 f 16

13 Wb 2.0 Scal Mda ad Shag Th w cal mda ad cal wk a bcmg mpa cmp f a vall makg famwk. Th ma ha a lva a: RSS Fd: facla c hag by ffg RSS fd fm wb ad blg Sha/bkmak: all wb pag ad blg cbu huld hav hag ad bkmakg fau,.g. SumblUp, Dgg, c. LkdI: LkdI ca b uful cmmuca wh ppl h ag mak wh a culy h makg ppl, dv affc h wb, ad ga v ga ad dwlad. Th LkdI lf-lcg pcal gup,.g. B2B Makg Gup, a a mpa fau agg LkdI u wh a culy h makg ppl. Ah fau f LkdI ha paculaly uful h llgc pvdd by lkg up h pfl ad backgud f dvdual wh w ppl a b addd h CRM makg daaba. I uful clud a lk h LkdI pfl h ppc pfl h CRM daaba. Facbk ad Tw. Facbk ypcally f lmd a B2B mak. Hwv, h pag fau ma ha Facbk ca b f bu--bu makg. Th pag fau a bu gaa wha pfl a dvdual. Tw a paculaly uful cmmuca p, whch a lw bu a buld up a lag audc f fllw v h mdum m. Tw ca b ud badca h mag (140 chaac) a lag gup f fllw alavly d dc mag dvdual. Ggl Plu ad P Ggl Plu/Ggl+ ad P a h m c cal mda. Ggl Plu ha m fau mla Facbk,.g. Plu ah ha Lk ad u Ccl gm bu ad pal fllw. Th Hagu fau a vd cfcg call facly. P a fa gwg cal l pbad, a vual cal bkmakg. Imag a pd, -pd m pbad. I ha pvd vy ppula wh h gfca gaphc mag c. Th au f all cal mda h cum p- ad lc h pal vd ha h ch hav h cal wk. Cpygh MakWa Iaal Pag 12 f 16

14 Ev Ev, bh phycal ad vual (wba), ca b ud buld bad awa ad ga lad. Ev pacpa fall dff cag. Th a: Ow pa phycal v Ow pa vual v (wba) Sphp f a v gad by a ad aca pa ( c php) Iduy v wh pacpa vlv pvdg pak, xhbg adg wk P-v Ev d b pmd va mal lcd makg l h CRM makg daaba, hugh blg ad wb, l v da, p la wh apppa, ad aca wb, c. Icagly cal mda, pacula LkdI v pg c, bcmg a gd uc f ga f v. All v ga huld b d l va a ga fm h wb. Alavly, v ga, cludg paym, ca b hadld ug pcal ym uch a Evb ad Ca Cac. Dal pvdd huld b ud add ach p wh g h CRM makg daaba. Th wb al ud pm v. Dug h v Dug h v, huld davu : Achv pdum m by pvdg a ky pak by hg a wkhp Pm h Cmpay bad by ug a dplay ad f wh pap, bchu, c. Hav a umb f aff ad wh ca wk a plad fah u ha a la p ac wh ach f h ky ad. P-v Oc h v v, h v c/pa huld b addd h wb ad/ blg. Bh ad ad -ad wh hav gd huld b pvdd wh a lk h c va mal. Oc addd h wb, h c al bcm avalabl a wd audc, ad mpv h ach g akg f pha ad kywd lad h pc. All h gd huld b addd Lad CRM f Sal vw ad qualfy. Cpygh MakWa Iaal Pag 13 f 16

15 Wba Wba hav bcm a cmm fau f may gaa Ev chdul. Ju lk a al v, yu d a gd pc ha ppl a d ad h gh ag audc f yu v l. Ivg a hu a h dk a ha vg a half day adg a phycal v, bu -h-l m ppl a buy. I pfabl hav a, ah ha a -ff wba. I (a) hw h dph f xp ad (b) h pm cumulav; h adg wba wll cd wba w, c. Wba mv ggaphc buda ad paculaly mpa ha xp ak h m z dffc accu wh chdulg wba ha a agg xp mak. WbEx ad G--Wba a paculaly ppula ad pvd all f h fau qud u ad maag a wba v. Blg Blg a w a maam cmmuca mdum f b2b vd ad a bcmg a aacv alav a cmpay z/mal wl. Thy a p-, ah ha havg maa a up--da z dbu l. Thy a ubjc SPAM fl, a ach g-fdly, ad a f h a, fa ad la xpv way ca h l xpu f yu bu. Blg d hav lmd bu hghly fcud lva ag audc. Ulk h fm f cmmuca, blg facla dalgu ad ac wh ad. Whl blg a fa ad aably ay ca h a challg maa a blggg chdul vlvg aff wh h apppa xp b cdd hugh lad. Wd P ad Ggl Blg pvd all f h fau qud maag a blg ad a f u. Cpygh MakWa Iaal Pag 14 f 16

16 OFFLINE COMPLIMENTARY ACTIVITIES Makg Cllaal A bac packag f makg cllaal a al qum. Th mmum qum f h fllwg: A hgh lvl fu-pag cpa bchu A f daah dcbg ach f h vc ffg A cmpay (cmmcal) PwP pa A chcal pduc & vc PwP pa Idally, h cpa bchu huld b lavly hgh lvl ad hav a aabl hlf lf. Whl h daah wuld b m chagabl, flcg chag vc chcal cmmcal pfl. Ca ud, a vdc ha yu ca dlv wha h bchu clam, a al uful add h bac pack. Idpd cfca f h gaa dvdual wh h gaa al pvd dpd vdc,.g. ISO 9000, Mcf Cfd pfal. Sm ad aca ad pfal bd al adad f mmbhp ad mmb bhavu. All cllaal huld b avalabl dwlad fm a wb PDF fma. Sphp ad Spak Egagm Sphp f ad gaa cfc ca b vy gd valu f my. O d wk wh, bu upag, h v ga bg pd xac maxmum valu. Addg gu valu h v whu kg upag h ga hghly valud ad ca pvd a gd pfl f h bad amg ad. Idally, php huld al clud m pdum m by way f pg a ky add hg a baku /wkhp. Pahp Makg Pa lahp f xpg cmpa ypcally fall w cag; (a) pahp wh uppl,.g. Mcf, (b) -cuy makg cllabav pa uch a dbu ad ll. Pahp makg pgam ca b paculaly ffcv. Idally, pahp makg huld dlv a w-w ua f bh pa. Th challg dvlp pgam ha pvd w-w ua ad jy h pacv huac upp f ach f h pa. Cpygh MakWa Iaal Pag 15 f 16

17 METRICS Ru vm (ROI) adal makg (.g. advg, php, c.) vy dffcul valua du lack f labl mc. O h h had, makg pvd a whl ag f vy gaula mc. Elcc ac wh cum ad ppc ca b acvly md ad maud. SaCu ad Ggl Aalyc pvd cmphv wb aaly cludg affc vlum, pag vw, uqu v, affc uc, buc a, kywd aaly, c, umb f bud lk ad cpdg lk gad affc, ad ggaphc aaly. Oh uful l clud Ggl Al, f cal mda mg ad cmpv ackg, HubSp Wb Gad, ad Alxa wb akg ac. HSu, Facbk Aalyc, ad TwDck pvd cal mda aalyc. Emal/z mc clud: Dlvy a Op a Clck hugh a by lk c yp Numb f w ubcb Numb f uubcb Oh uful mc ha ca b claly maud a: umb f al ady lad gad umb f w cac ad w gaa addd h makg daaba by uc v ga wb dwlad makg buc ad uubcb a blg ubcb, c. Cpygh MakWa Iaal Pag 16 f 16